Marketing ethics: is there more to it than the utilitarian approach?
نویسندگان
چکیده
Introduction Of all the management fields, the field of marketing is undoubtedly that which raises the most controversy when it comes to the question of ethics. Is there anyone who has not heard stories of false advertising, pressure selling or even discriminatory pricing practices? Whether in the public opinion (Landler, 1991) or within its own community (Farmer, 1977), marketing is a discipline which provokes much debate. Very often, this controversy is linked to a lack of understanding of what the actual definition of marketing is. In order to clarify this point, we propose, in the way of an introduction, this quote from Peter Drucker (1973):
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